Information-Driven Marketing Decisions 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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A. Coskun Samli 作者

Quorum Books

译者

1996-02-28 出版日期

216 页数

USD 110.95 价格

Hardcover

丛书系列

9780899309767 图书编码

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发表于2024-08-03

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Data have almost no value in and for themselves. What's important is how they are used to create the information one needs to make informed decisions, and this is particularly true in making marketing decisions. Thus, Samli's new book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge, says Samli, "the firm faces great risk in the marketplace and its survival probabilities in the long run are very low." Samli explains, first, the various data generating procedures, with special emphasis on data analysis, and second, the procedures for creating information out of data - all in a clear, systematic presentation that marketing managers should understand and benefit from. Their MIS colleagues, whose goal should be to make data and information "decision-maker friendly," should also benefit.

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